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The Marketing Technologist

Repurposing Content: 8 Methods to Diversify Your Content Strategy

By Cody Ferguson on February 16, 2016 |



Has your content strategy quickly become stale and repetitive? This problem seems to pop up very often in the content marketing world. You may be asking for a solution to this problem and what a lot of people may not realize is that the answer is right in front of them.

Think about all of the blog posts that you and your company have published over recent years. I'll bet it's safe to say that you can think of some of your highest performing posts. I can easily recite a few of NR Media Group's top content. 

Those are just a handful of our awesome posts. It would be a shame to put that content away for good. We'd be crazy not to continue expanding the reach that we have already generated and reap the benefits. Repurposing content is such an underutilized process. It can bring out the creative juices of your team and help you revamp your existing content strategy.

Why repurpose your content?

In such a time-conscious society, we seem to be constantly looking for ways to shorten any task that we're faced with accomplishing. Especially on the agency side of the world where clients are demanding more and more of your time, timeliness might be the most important benefit for repurposing content. It can save you loads of time in the content creation process.


Buffer shines light on this issue perfectly by referring to Salma Jefri, writer for Search Engine Watch, who describes repurposing content like this: "You don't have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people."

There are also many other obvious advantages to extend the life of every article you write:

  • Reach a new audience. Think about it, seriously. By repurposing your existing content it may resonate better with a new audience. Utilizing different platforms with your repurposed content will allow you to reach users where they typically "hang out." Think of it like the old idiom, "don't put all of your eggs in one basket."

  • Reinforce your message. Your audience may not remember you by reading a single blog post. If they see multiple pieces of that same content repurposed in unique ways, you may have a shot at becoming top-of-mind for them when the time comes to make a purchase.

  • Gain a SEO boost. Search algorithms love finding multiple pieces of content that are centered around the same topic. This gives you multiple chances to dominate your desired keyword.


8 methods to diversify your content strategy

Below, I have provided some ways to successfully repurpose or recycle your existing content. These methods will help your company diversify your overall content strategy and save you hours of work.

1. Create new blog posts and articles

 Think about all of the different content that you have written about in the previous year. That's a lot of content! Great blog content can be transformed into more great, exciting content. For example, I typically like to write a lot of numbered posts.

An example of repurposing content from the second post might be to create an infographic comparing two specific marketing automation systems. This leads me into my next point...

2. Create an infographic

Infographics are an amazing way to showcase your content visually. Not to mention it's also a great way to be creative. Think this method will take up too much time? Check out HubSpot's How to Make an Infographic in Under an Hour. They even provide you with FREE templates to get you started in the right direction.


3. Create a slideshow

Turning your content into a presentation tool is another way to show your audience that you are experts. Many tools exist to help you in completing this process. For example, Canva is a great tool for allowing you to design a flawless slide deck. Once you have your presentation complete you can then upload it to Slideshare.

Check out 10 Mind-Blowing Video Marketing Statistics You Have to Know. This post contains heavy research and statistics which could easily be transformed into a presentation.

4. Refresh old posts

Turning the content that you already have at your disposal into beautiful, new content is a great method for your repurposing strategy. Modifying old content can be pretty straightforward. You may have to change or tweak a few pieces of the article in order to create a new masterpiece. Repetition for your audience isn't necessarily a bad thing either. However, the key here is to not change the URL. This helps keep the article's SEO value so you don't lose your search traffic.  

5. Promote evergreen content

evergreen-contentIt is highly unlikely that every member of your audience will see each post that you publish.

Republishing your evergreen content that can be re-shared via social media is a great way to recapture your audience's attention.

Additionally, as your company's following continues to grow, new subscribers wouldn't have been exposed to past blog posts so this experience will be new to them!


6. Turn live webinars into E-books

A great opportunity to add to your content diversity is through E-books. Everyone knows that E-books are an awesome way to attract leads too.

As leaders of the Columbus HubSpot User Group, we hold live monthly webinars covering a variety of different topics. With this method, we are essentially killing two birds with one stone. Our HUG webcasts and slideshow/E-books allow us to address two similar audiences at different stages of the sales funnel.


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7. Write guest posts

Great content will convert wherever it lives. Whether that means on your personal blog or someone else's. Guest blogging is also a great opportunity to repurpose content that will reach a new, possibly larger audience. It's also a way to establish you and your company as thought-leaders.

If you're unsure of how to gain this opportunity, sending a simple email to a few contacts that you have in mind usually works. Be sure to include a few of your writing samples and potential topics in which the post would be about.

8. Start a podcast

Certain segments of your audience may prefer different ways in which they choose to digest your content. Some may prefer reading a blog post, others may prefer listening to a podcast. While this may be difficult to gauge, you will never know if you don't at least try.

Creating a podcast may be the missing key to your content strategy. I would highly recommend at least digging a little deeper into this concept to see if it would be feasible for your company in terms of your budget and time.

Of course there are other ways that you can choose to repurpose your existing content. However, doing so can save hours of time for the original content creator and help build your audience. Always remember, one single post can lead to many different pieces of content. As long as you are providing useful and relevant content to your audience the possibilities are endless.

Inbound Marketing Consultants | NR Media Group


 Sources: Buffer & HubSpot

Content Marketing

Cody Ferguson

Written by Cody Ferguson

As a senior at Ohio University, I have come to realize that I have a strong passion for helping brands evolve through the power of inbound marketing. I have held multiple social media internships and am pursuing a job with an advertising agency upon graduation.